April 2013

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The Next Generation is already here…

This is the fifteenth in a series of presentations showing that the next generation of media is already here, based on news items from January – March 2013

See all presentations at http://www.slideshare.net/NextGenerationMedia

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The Next Generation is… - Technology transforming media - Content, commerce & convergence - Social everywhere

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Including - - People – a quarter of Americans are ‘digital omnivores’ (own a laptop, a tablet and a smartphone) - Mobile – 1.7m people in the UK only go online via mobile - Content – The Wolverine released the teaser trailer first on Vine - Technology – An app that lets kids understand their parents’ newspaper - Social media – Facebook accounts for 23% of smartphone app time in the US - Effectiveness – Airbnb users <3 hearts

Russia has the largest number of internet users in Europe

Source: Data from comScore, published 21st March 2013 http://www.comscore.com/Insights/Press_Releases/2013/3/comScore_Releases_2013_Europe_Digital_Future_in_Focus_Report?piCId=66038

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With over 61m internet users Russia has the largest online population in Europe

New mothers are 35% heavier online users

Motherhood drives online media, smartphone and media use, but cuts magazine and TV use, according to BabyCenter

Source: Research by BabyCenter, reported by Marketing, 3rd April 2013 http://www.marketingmagazine.co.uk/news/rss/1176854/New-mothers-dramatically-increase-digital-media-usage/

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26% of Americans own a laptop, a smartphone and a tablet

Deloitte calls these people digital omnivores, and also says that tablet ownership in the US increased 177% in 2012

Source: Deloitte’s State of the Media Democracy survey, March 2013 http://www.deloitte.com/view/en_US/us/Industries/media-entertainment/media-democracy-survey/index.htm#&panel1-2

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A quarter of American teens are ‘cell mostly’ internet users

37% of US teens (12-17) had a smartphone by the end of 2012, 23% had a tablet, and 95% use the internet

Source: Pew Internet & American Life Project, Teens & Technology in the US, 13th March 2013 http://www.pewintenet.org/Reports/2013/Teens-and-Tech.aspx

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Mobile data traffic grew 70% globally in 2012

Last year's mobile data traffic of 885 petabytes per month was nearly twelve times the size of the entire global Internet in 2000.

Source: Cisco, 6th February 2013 http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html

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1.7m internet users in the UK only connect through mobile

Combined internet reach is 47m in the UK. Just over 45 million connect via a PC, 29m by mobile, and 1.7m only via mobile

Source: Data from comScore, February 2013 http://digital-stats.blogspot.co.uk/2013/02/17-million-british-internet-users-only.html

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Mobile accounts for 10% of UK digital ad spend

New figures from the IAB and PwC show that mobile advertising really took off in the UK in 2012, rising 148% to £526m for the full year

Source: Press release from the IAB, 10th April 2013 http://www.iabuk.net/about/press/archive/uk-digital-ad-spend-up-125-to-almost-55bn

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Tablets have overtaken mobile for website traffic

Tablets have really only been a category since the iPad launched in 2010, but now they account for 8% of all page views on the top 1,000 sites, compared to 7% to smartphones

Source: Adobe, 6th March 2013 http://blogs.adobe.com/digitalmarketing/digital-index/tablets-trump-smartphones-in-global-website-traffic/

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Dixons sold 5 tablets a second in the week before Christmas

… & within this figure iPads accounted for one third of tablets sold

Source: This Is Money, 17th January 2013 http://www.thisismoney.co.uk/money/markets/article-2263798/Dixons-flogged-tablets-second-week-Christmas.html

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63% of the mobile apps used daily are different to a year ago

Mobile is in such a state of change that the apps that people use daily is changing very quickly. You could argue that this means that there are still great opportunities in mobile

Source: WSJ, 11th March 2013 http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/

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WeChat has 40m users outside China

Mobile messaging service WeChat (Weixin) owned by Tencent, who also own QQ, has successfully grown a user base outside China and is available in 14 languages

Source: Tencent Tech, 7th April 2013 http://www.marbridgeconsulting.com/marbridgedaily/2013-04-07/article/64863/wechat_overseas_user_base_reaches_40_mln

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How marketers in China are using WeChat

Source: AdAge, 25th February 2013 http://adage.com/article/digital/chinese-mobile-app-wechat-shake-shakes-social-crm/239938/

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Brands are experimenting – for example Starbucks asked users to send an emoticon to describe how they were feeling, and sent them back a song to match their mood

Starbucks generates 3 million mobile transactions a week

President & CEO Howard Schultz announced this figure to shareholders in March; note that this is the number of transactions, not a dollar value

Source: Mobile Commerce Daily, 22nd March 2013 http://www.mobilecommercedaily.com/starbucks-generates-more-than-3m-mobile-payment-transactions-per-week

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Real time marketing came of age at the Super Bowl

See the Tweets: https://twitter.com/Oreo/status/298246571718483968/photo/1 https://twitter.com/tide/status/298247327771144192/photo/1

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Several brands managed to respond quickly to the power outage. Oreo and Tide both posted pictures, which would have been seen by people searching for information on the blackout

The Wolverine’s Teaser Trailer on Vine

See it https://vine.co/v/bDExaiMjJ1F

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Director James Mangold released a cut down 6 second version of the teaser trailer for Wolverine on Twitter a few hours before the full teaser trailer went live you YouTube

A TV ad for the movie Stoker was made entirely from animated gifs

See it http://youtu.be/za86lEJVVws

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Tumblr is credited for being one of the things that made animated gifs popular again. Several gifs were put together to make a 15 second TV ad in the US in February

A terrific photogenic stunt for A Good Day to Die Hard

See it http://digital-examples.blogspot.co.uk/2013/02/photo-opportunities.html

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This scene appeared in Oslo days before the film opened; perfect for sharing on social networks

The first crowd-funded film to win an Oscar

Source: The Independent, 25th February 2013 http://www.independent.co.uk/arts-entertainment/films/news/inocente-makes-history-as-first-crowdfunded-oscarwinner-8508973.html

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Inocente, a short film from America was raised just over $50,000 on Kickstarter in 2012 and won the award in 2013

“The goal is to become HBO faster than HBO can become us”

Source: AVC blog, 3rd February 2013 http://www.avc.com/a_vc/2013/02/hbo-vs-netflix.html

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A sentence that neatly sums up Netflix’ strategy, which led to the creation of House of Cards. Netflix released all 13 episodes for download in February allowing members to indulge in ‘Binge viewing’

The adidasArchive

See it: https://www.adidas-archive.org//#/home

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Get a personal tour of adidas’ museum of memorabilia

Google Glass launches

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Google Glass is a device that is worn like a pair of glasses, and can take photos and video, and respond to voice commands to find information or maps. However it won’t be available to the general public until 2014

See it: http://www.google.com/glass/start/how-it-feels/

Tokyo Shimbun produced an app that made the newspaper come alive for kids

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The app both explained the stories and making reading the newspaper a fun activity

See it: http://www.youtube.com/watch?v=2ouW5W_tMbg

A café in Japan uses 3D printing to put your face on chocolate

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This is a very bizarre use of 3D printing technology…

Source: Geek.com, 28th January 2013 http://www.geek.com/articles/geek-cetera/forget-the-coffee-japanese-cafe-will-3d-print-your-face-in-chocolate-20130128/

Facebook Home launches

Facebook Home is a new version of the Android Facebook app that makes Facebook more central to the phone, and adds Chat Heads, a new messenger feature that is a bit like WhatsApp and WeChat

See it: https://www.facebook.com/home

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Facebook accounts for 23% of smartphone app time in the US

Facebook is by far the most popular app for smartphone users in the US. If you combine Facebook & Instagram it’s 26% of all app time

Source: Blog post by comScore, 23rd January 2013 http://www.comscore.com/Insights/Blog/Facebook_Vaults_Ahead_of_Google_Maps_to_Finish_2012_as_number_1_US_Mobile_App

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157m Facebook users only access through mobile

In Facebook’s March earning statement they also revealed that they have 680m mobile users, and that they made over $300m in Q4 on mobile ads

Source: Business Insider, 30th January 2013 http://www.businessinsider.com/heres-a-look-at-facebooks-300-million-empire-of-mobile-only-users-2013-1

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Mercedes sold 666 Smart Cars on Sina Weibo

Mercedes sold Smart Cars on the Chinese micro blogging site, to coincide with Chinese New Year. They sold 666 cars at approximately $12,700 each

Source: The Next Web, 21st January 2013 http://thenextweb.com/asia/2013/01/21/mercedes-benz-experiments-with-selling-smart-cars-on-chinas-sina-weibo-microblog/

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Tweet patterns for films repeat

An interesting bit of analysis by the company SecondSync shows that when the tweet pattern for a film repeats when it is re-shown – peaks occur at the same times

Source: Blog post by SecondSync, 31st December 2012 http://secondsync.tumblr.com/post/39306941433/7-twitter-tv-engagement-patterns-from-2012

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‘Positive’ Tweets drive game sales

Research by Deloitte showed that a 30% increase in positive tweets for video games had 4x the effect of a 30% increase in above the line media budgets

Source: Research by Deloitte, published April 2013, reported by The Wall Blog, 19th April 2013 http://wallblog.co.uk/2013/04/19/twitter-does-drive-sales-says-deloitte-study-infographic/

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adidas finds Instagram very engaging

Over the last quarter adidas has posted nearly 50 photos and received an average of 5,300 likes or comments per picture

Source: Simply Measured, 21st February 2013 http://simplymeasured.com/blog/2013/02/21/adidas-wins-with-instagram-how-the-brand-doubled-followers-in-under-3-months/

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Yelp say that SMB advertisers make $23,000 more per year

Yelp & The Boston Consulting Group report that there is considerable impact of a listing, paid or free, from, new customers discovering their business

Source: Yelp Blog, 19th March 2013 http://officialblog.yelp.com/2013/03/yelp_survey_findings.html

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Why you need a mobile accessible site in 2 screen grabs

This shows the before and after for the experience of booking a driving test in the UK on a mobile phone. Nearly 25% of driving tests in the UK are now booked on a mobile or tablet

Source: Blog post by the government’s digital service, 12th March 2013 http://digital.cabinetoffice.gov.uk/2013/03/12/were-not-appy-not-appy-at-all/

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Skinny Ties grew revenue by switching to a responsive site

‘Responsive’ means that the site optimises its formatting depending on what device is accessing – mobile, tablet or PC. Changing this had a huge impact for the ecommerce site Skinny Ties. Revenue grew by >40% for all devices, and >350% for iPhones

Source: Blog post by Gravity Dept, 24th October 2012 http://gravitydept.com/blog/skinny-ties-and-responsive-ecommerce/

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Airbnb users <3 hearts

Airbnb increased engagement on their site by 30% by changing the icon people clicked to favourite a property from a star to a heart

Source: Fast Code Design, October 2012 http://www.fastcodesign.com/1670890/how-airbnb-evolved-to-focus-on-social-rather-than-searches#1

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More information: dan.calladine@aemedia.com